The media and retailers have created a frenzy about “Black Friday” as a mega shopping day — and are partly to blame for the madness in Long Island last week that resulted in a worker at Wal-Mart being trampled to death by shoppers.

That’s what David Carr of the New York Times suggests in his Media Equation column.

Carr writes:

The willingness of people to walk over another human being to get at the right price tag raises the question of how they got that way in the first place. But in the search for the usual suspects and parceling of blame, the news media should include themselves.

Just a few days ago, the same newspaper writers and television anchors who are now wearily shaking their heads at the collective bankruptcy of our mass consumer culture were cheering all of it on.

Later in the column, Carr writes:

It’s convenient to point a crooked finger in the wake of the tragedy at some light coverage of some harmless family fun. Except the coverage is not so much trite as deeply cynical, an attempt to indoctrinate consumers into believing that they are what they buy and that they should be serious enough about it to leave the family at home.

Media and retail outfits are economic peas in a pod. Part of the reason that the Thanksgiving newspaper and local morning television show are stuffed with soft features about shopping frenzies is that they are stuffed in return with ads from retailers. Yes, Black Friday is a big day for retailers - stores did as much as 13 percent of their holiday business this last weekend - but it is also a huge day for newspapers and television.

In partnership with retail advertising clients, the news media have worked steadily and systematically to turn Black Friday into a broad cultural event. A decade ago, it was barely in the top 10 shopping days of the year. But once retailers hit on the formula of offering one or two very-low-priced items as loss leaders, media groups began to cover the post-Thanksgiving outing as a kind of consumer sporting event.